Menulog, an online food delivery app, needed to create impact and cut through the noise in the cluttered world of food delivery services. They wanted to raise their brand profile and drive engagement among Australia's younger demographic. Knowing that this audience segment is highly active on TikTok and loves to take part in dance trends, Menulog turned to a bespoke solution from TikTok For Business to tap into this unique opportunity for engagement and exposure.
Armed with a catchy Snoop Dogg jingle, Menulog partnered with TikTok to ignite a trend and drive consideration for their app. The campaign centred around a #DeliveryDance Branded Hashtag Challenge, spearheaded by official TikTok Creators, which invited users to recreate a dance routine with the official music and hashtag. A TopView placement and In-Feed Ads further amplified the challenge, while the chance to win a year's worth of food delivery incentivized the community to participate.
"We launched Snoop’s version of our 'Did Somebody Say Menulog' jingle in June, and very quickly realised we were onto a banger when we saw how much user content was being generated using the song, particularly with the younger demographic," said Simon Cheng, Marketing Director at Menulog. "Not only did we want to get involved with this trend, but we wanted it to explode, so we partnered with TikTok to launch the #DeliveryDance challenge."
The campaign was a runaway success, with the TopView placement and official Creators contributing to an 89% lift in ad-recall, and over 28.9 million impressions on campaign content. Menulog also saw a brand association lift of 35.9% over the campaign period. Official Creators delivered a total of two million video views, with a 19% average engagement rate.
"TikTok has been a hugely successful channel for us to be able to authentically engage with a younger audience, tapping into existing user behaviour to further amplify our creative and make ‘Snoop’ work harder for Menulog. We’ve already seen strong results in driving awareness amongst the younger demographic and will continue to build on this with the team at TikTok," said Cheng.